
Influence of Reference Groups 211
preference from consumers as they could quickly order
food by clicking a button. This quick service included all
the popular and key restaurants much to the liking of
the consumers. Eventually, this service was extended to
the city of Mumbai which brought global cuisines right
to the doorsteps of the consumers. (The Mobile Indian,
2017). The main aim of the company was to provide
the type of food consumers want at the time they want
through the simplest digital format.
To summarize, consumers like the integration of refer-
ence groups with the latest technology and rewards. They
feel that when these elements ...